1. Promoting in Sports and Entertainment

2. Promotions Basic Traditional Types of Promotions: Advertising
Sales Promotions
Publicity
Personal Selling
In Sports and Entertainment are new promotional tools available to marketers!

3. Sponsoring and Endorsing
Sponsorships and endorsements have become a popular means of promotion in sports and entertainment
Sponsorship is a marketing tool pay for some or all the costs involved in a project in return of recognition.
Sponsors aim to be associated with events and projects that are directly linked to their target audience.
Endorsing a brand they are publicly saying that they 'recommend' or 'suggest' you try a particular product because they think it's good

4. Sponsorships and Endorsements as Promotional Tools
Purpose is to create associations
Underwriting an event for the purpose of gaining positive associations for a brand with the event, participants, or attendees
Reasons for sponsorships

5. Why sponsor? Reasons for sponsorships Increase sales/profits
Introduce to a larger audience
Match event with target market
To create goodwill
Enhance image
Enter new market

6. Endorsements What is an endorsement?
A person's public expression of approval or support for a product or service

7. Legal Restrictions Truthful opinions and beliefs
Endorser must have real experience
Must not contain any deceptive or misleading statement
Must not be taken out of context or reworded
As long as endorser is featured in ad they must use the product
If product is altered endorser must be informed

8. The Pro’s and Con’s Advantages to endorsement Disadvantages
Consumers buy more product with celebrity endorsements
Audience less likely to turn off commercial with celebrity
Consumers tend to believe celebrities
Disadvantages
Very expensive
Celebrities endorsing multiple products
Celebrity publicity=your publicity

9. The Biggest Promotional Tool…
IN SPORTS:
WINNING!!!!!
IN ENTERTIANMENT:
Ratings, Publicity

10. Promotional Events

11. Using Events to Promote
Sponsors often use events as a way to promote products
Determine extent of investment
Trade Shows
Festivals
Awards Shows

12. Trade Shows
People in related industry meet to exchange ideas, new products and update on trends
Example: South by Southwest

13. Search and Share! South by Southwest Where does the event take place?
What types of products are they promoting?
What types of businesses present at SXSW?
What would be the benefits to participating in this trade show?
What type of consumers do you think are most likely to attend this event?

14. Festivals Typically last a few days/week Showcase entertainment acts
Serve to promote new and established entertainers

15. Awards Shows Big Four The Oscars The Grammys The Emmys The Tonys
Movies
Sponsored by ABC
Studios spend $15 million weeks on marketing activities for nominees
Winners bring in extra $100 million
The Grammys
Music
The Emmys
Television
The Tonys
Theater

16. Promotions in Sports and Entertainment
Unit 5 Intro to Sports and Entertainment

17. Promotional Plans
Changes in technology have meant changes when reaching younger demographics, these changes make plans more important than ever!
Promotional Plans are written, detailed descriptions of how elements of promotions will be used
Can cover up to a year of time
ID Target Consumers
Set goals
Develop a promotional budget
Select promotional mix
Measure the results

18. Promotional Mix
Blending of promotional efforts, advertising, sales promotion, publicity and personal selling
Changes to advertising
Traditional forms advertising are effective when reaching baby boomers
Younger demographics require more technology driven, interactive media
Advergame

19. Trends in Promotions Social Media Increase in word-of-mouth marketing
Viral campaigns— , blogs, social media
Increase use of technology has increased demand for outsourcing promotional plans to independent businesses

20. Creating a Promo Plan for Your Team!